Demystifying customer brand engagement: Exploring the loyalty nexus

Abstract With its conceptual roots in fields including psychology and organisational behaviour, the engagement concept is emerging in the marketing literature, with preliminary research indicating that engaged consumers might exhibit greater loyalty to focal brands. Despite these advancements, the engagement concept remains underexplored to date. This paper addresses this gap by reviewing literature in other disciplines and marketing, and developing a tripartite customer brand-engagement conceptualisation comprising activation, identification, and absorption dimensions. Further, a conceptual model illustrating the conceptually distinct nature of and relationships between customer brand engagement and other…